Setters start conversations and book calls. Closers run the calls and enroll clients. The money is lost in the handoff between them.
The appointment setter
- Responds to new leads, applications and DMs quickly
- Asks qualifying questions about fit, budget and timing
- Books qualified leads onto a closer’s calendar
- Warms up the lead before the call so they show up
Measured by conversations started, leads qualified, calls booked and show rate.
The closer
- Prepares for each call using the setter’s notes
- Runs the sales call
- Handles follow-ups for leads who did not decide on the call
- Hands new clients to onboarding
Measured by close rate, cash collected and refund rate.
The handoff
Most problems sit between the two roles. A good handoff includes:
- Lead details and the answers to qualifying questions, in the CRM, not in a DM thread
- Why the lead booked, in their own words
- Anything the closer should know: objections already raised, who else is involved in the decision
- A confirmation and reminder sequence the setter owns until the call starts
Do you need both?
Under about 20 sales calls a week, one person can often do both jobs. Above that, splitting the roles lets each person get good at one thing. Either way, write the process down so you can split the roles later without starting over.
Full detail in our high-ticket sales process guide, and a free setter end-of-day report.
Want a clean setter-to-closer handoff?
We set up the CRM stages, handoff notes and reminders, and train your team on them.
Or write to hello@askluuk.com. We reply within one business day.